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Peacocks rebrands boyswear label

Peacocks has renamed its boyswear brand in an attempt to up its fashion credentials, after unveiling its latest concept store in Manchester last week.

The value retailer’s boyswear label Street Gear, aimed at boys aged seven to 15, has been renamed Urban Outlaws to bring it more in line with menswear brand Urban Spirit. The roll-out is expected to be complete by autumn.

Managing director Tim Bettley said the retailer’s kidswear had been trading “quite well” over the past three to four months, after a tough 2006.

“Over the past few years, Peacocks has been driven by womenswear and footwear, but all areas are now doing well,” he said. “We’ve clawed back some of our kidswear market share.”

Buying and merchandising director Jane McNally said the new name highlighted the fashionability of the range. “We’ve taken a ‘mini me’ approach by drawing on similarities between the boys’ and men’s lines,” she said. “The Manchester store, with its fashion credentials, represents where we’re taking the brand.”

McNally said the Bristol store, where elements of the new concept were trialled and where the new black and white fascia launched, was one of Peacocks’ best-performing stores.

Peacocks opened its second concept store in Southampton on Thursday.

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